CSP Sephora- 'Black beauty is beauty'- Language & Representation

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Background

  • Advert- released 2021. 
  • Celebrating many Black traditions & inventions generated as beauty trends we love today.
  • E.g. stylized baby hair, cut-crease eyeshadow, glitter & shea-butter based skincare.
  • Part of shops huge dedication towards promoting racial equality for beauty & retail sectors. 

Cinematography & aesthetic

  • Directed by Garrett Bradley, 1st Black woman winning the best director award at Sundance Film Festival (Time 2020).
  • Campaign- visual/cinematic aesthetic.

What does it address?

  • Spotlighting Black innovations great impact on beauty industry.
  • Awareness to Black stories, communities & traditions (cultural) causing globally beloved beauty techniques & tools. 
  • Abigail Jones, Senior Vice-President for maketing & brand, "Many trends we participate in today, including acrylic nails, glitter, countouring & much more have roots from Black culture". 
  • AJ- "Isn't widely known/celebrated. We believe knowledge is a powerful tool & part of Sephora's overarching diversity & inclusion journey, want to leverage our platform & community to recognise/celebrate Black beauty, inviting all to participate".
  • Sephora- previously had issues & controversies surrounding racial discrimination.

Sephora? How will they do this?

  • French international luxury cosmetic brand.
  • Recently stated new aim- become more ethical.
  • Signed 15% Pledge- promising to make sure 15% products were Black-owned.

Sapna Maheshwari "Sephora signs '15% Pledge' to Carry More Black-owned Brands".

  • Following Black Lives Matter & George Floyd's death.
  • Aroura James, Brooklyn Creative Director, believed brands weren't standing with her (& Black People) as a woman & businessowner 'I do not feel supported'. 29th May 2020- Posted on Instagram for companies to devote 15% of their shelf-space to Black owned companies, aligning with US's African American population. 'Fuel growth of brands & attract new investments ultimately extending to Black Communities'. 
  • Became 15% Pledge & gained traction. Sephora's US Business said it would & create an advisory group including James & brand leaders to help make changes.
  • Artemis Patrick, Sephora's Chief Merchandising Officer, "Ultimately, committment more about prestigeous products on our shelves". "Starts with long-term plan diversifying supply chains & building systems which create better platforms for Black brands to grow, while ensuring voices help shape industry. We can do better".
  • Sephora- around 290 brands in US, more than 400 store locations in J.C Penny. Said it sold their 9 Black owned companies, e.g Fenty Beauty & Pat McGrath Labs.
  • Owned by LVMH Moet Hennessy Louis Vuitton. Committed to the 3 stages James outlined: finding out shelf space/contracts dedicated current %, identifying next steps to increase this & taking action (publishing/ececuting plans "for growing share of businesses Sephora empowers at least 15%".
  • Sephora- provide connections & support to Black owned businesses from funders & volunteer capitalists, evolving existing evolution programs to "focus on coloured women". James- "not just about writing purchasing orders & making them online hoping they do well. Take their time & map out strategies- what this looks like, how to support marketing & how to ensure they're connected to correct people".

Their goal?

  • AJ told Good Morning America- "it's really about looking at history & culture within beauty coming from Black community & both paying…

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